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COURSE OBJECTIVES:
Industrial Marketing or B2B Marketing has a wide coverage. The entire range of
Financial, Advertising, Consulting or Security services sold to corporates fall within
B2B Marketing. There are some unique characteristics in Business markets that demand
special attention. These days Business Managers are continuously challenged by the forces that affect
business demand, the composition of business markets, the nature of business buyers and
their buying behavior. This course gives an opportunity to the students to integrate the learning from
various marketing and strategy courses and apply them in the context of Business-to-Business
Marketing.
11 Assignment Presentation/Test
7 14-15 Field Visit to Industries covering Purchase Activity & Channel Mgmt
10 20 B2B e-Commerce
10.1 Evolution
10.2 Customers & Channels
10.3 e-procurements
10.4 Supply Chain Coordination
RECOMMENDED BOOKS:
1. Industrial Marketing, Reeder, Brierty & Reeder, Prentice Hall India, 2006 Edition
2. Business to Business Marketing, Vitale & Giglierano, Thomson South Western,
2005 Edition
3. Industrial Marketing, Krishna Havaldar, Tata McGraw Hill, 2/e, 2004
4.Business Marketing: Connecting Strategy , Relationship & Learning , Dwyer &
Tanner ,McGraw Hill International Edition ,2006